Masami Kubo
2020
Creative Direction for Journy
I was brought onto the Journy team to take over as their first Creative Director, first to overhaul all marketing efforts. I developed fresh art direction and a design system that could translate from marketing to product, to emote a bespoke and editorial lifestyle feel to everything. Within a year, I designed and launched more than 25 landing page concepts to test successsful narrative and conversion.
Marketing site
The trip logistics flow was designed for flexibility and ease of use. Users can search for any destination or select from curated top picks, add multiple trip legs, adjust travel dates, and specify details such as group size or occasion. Each input helps the system and their personal trip designer generate a highly personalized itinerary — without overwhelming the user with unnecessary steps.
Destination-based landing pages
With growing traffic from our travel blog and newsletters, content marketing became a key acquisition channel. To strengthen SEO and capture intent-driven visitors, we created destination-specific landing pages that highlighted curated city experiences and funneled users directly into our pre-packaged trip offerings.
Luxe Membership
Through experimentation with different merchandising formats, we identified a valuable customer segment seeking premium, high-touch experiences — including private transportation, exclusive dining, and luxury accommodations. This insight led to the creation of Luxe Membership, a premium tier designed to expand Journy’s offerings, strengthen customer retention, and open new revenue channels through elevated itineraries and dedicated concierge access.
Increased safety during the pandemic
As the COVID-19 pandemic unfolded, Journy introduced extensive safety measures to keep travelers informed and supported throughout their journeys. Clear communication and transparency became top priorities across the website, ensuring users had access to up-to-date guidance and resources for traveling safely and responsibly.
Online experiences during the pandemic
As the pandemic set in, Journy pivoted to offer bespoke, immersive online experiences that brought the spirit of travel home. From Michelin-star chef cooking classes to guided meditations, these curated events offered a way to reconnect with global culture safely and meaningfully. Proceeds supported the local experts who powered Journy’s trip itineraries, helping sustain the community that makes authentic travel possible.
2020
Creative Direction for Journy
I was brought onto the Journy team to take over as their first Creative Director, first to overhaul all marketing efforts. I developed fresh art direction and a design system that could translate from marketing to product, to emote a bespoke and editorial lifestyle feel to everything. Within a year, I designed and launched more than 25 landing page concepts to test successsful narrative and conversion.
Marketing site
The trip logistics flow was designed for flexibility and ease of use. Users can search for any destination or select from curated top picks, add multiple trip legs, adjust travel dates, and specify details such as group size or occasion. Each input helps the system and their personal trip designer generate a highly personalized itinerary — without overwhelming the user with unnecessary steps.
Destination-based landing pages
With growing traffic from our travel blog and newsletters, content marketing became a key acquisition channel. To strengthen SEO and capture intent-driven visitors, we created destination-specific landing pages that highlighted curated city experiences and funneled users directly into our pre-packaged trip offerings.
Luxe Membership
Through experimentation with different merchandising formats, we identified a valuable customer segment seeking premium, high-touch experiences — including private transportation, exclusive dining, and luxury accommodations. This insight led to the creation of Luxe Membership, a premium tier designed to expand Journy’s offerings, strengthen customer retention, and open new revenue channels through elevated itineraries and dedicated concierge access.
Increased safety during the pandemic
As the COVID-19 pandemic unfolded, Journy introduced extensive safety measures to keep travelers informed and supported throughout their journeys. Clear communication and transparency became top priorities across the website, ensuring users had access to up-to-date guidance and resources for traveling safely and responsibly.
Online experiences during the pandemic
As the pandemic set in, Journy pivoted to offer bespoke, immersive online experiences that brought the spirit of travel home. From Michelin-star chef cooking classes to guided meditations, these curated events offered a way to reconnect with global culture safely and meaningfully. Proceeds supported the local experts who powered Journy’s trip itineraries, helping sustain the community that makes authentic travel possible.
2020
Creative Direction for Journy
I joined Journy as their first Creative Director, tasked with overhauling the brand’s marketing presence and visual identity. I developed cohesive art direction and a design system that seamlessly bridged marketing and product, bringing a bespoke, editorial lifestyle aesthetic to every touchpoint. Over the course of a year, I designed and launched more than 25 landing page concepts to test narrative, visual direction, and conversion performance. Below are a selection of those experiments.
Marketing site
The primary landing page underwent the most iteration, with new design experiments launched and tested weekly. The version shown here represents the culmination of those learnings — a refined design shaped by continuous testing and user insights.
Destination-based landing pages
With growing traffic from our travel blog and newsletters, content marketing became a key acquisition channel. To strengthen SEO and capture intent-driven visitors, we created destination-specific landing pages that highlighted curated city experiences and funneled users directly into our pre-packaged trip offerings.
Luxe Membership
Through experimentation with different merchandising formats, we identified a valuable customer segment seeking premium, high-touch experiences — including private transportation, exclusive dining, and luxury accommodations. This insight led to the creation of Luxe Membership, a premium tier designed to expand Journy’s offerings, strengthen customer retention, and open new revenue channels through elevated itineraries and dedicated concierge access.
Increased safety during the pandemic
As the COVID-19 pandemic unfolded, Journy introduced extensive safety measures to keep travelers informed and supported throughout their journeys. Clear communication and transparency became top priorities across the website, ensuring users had access to up-to-date guidance and resources for traveling safely and responsibly.
Online experiences during the pandemic
As the pandemic set in, Journy pivoted to offer bespoke, immersive online experiences that brought the spirit of travel home. From Michelin-star chef cooking classes to guided meditations, these curated events offered a way to reconnect with global culture safely and meaningfully. Proceeds supported the local experts who powered Journy’s trip itineraries, helping sustain the community that makes authentic travel possible.